Lush breaks social media hiatus with Bluesky launch

Taniya De Abrew, Global Head of Digital Marketing at Lush, frames the return not as a reversal of policy, but as an evolution of the brand’s stance on digital ethics. The company’s 2021 departure from mainstream networks was rooted in a rejection of outrage-baiting and surveillance capitalism. By joining Bluesky, Lush aims to test whether a platform can prioritize transparency and human connection over the aggressive performance marketing that dominates competitors like X.

This shift is paired with a new internal directive led by Digital Director Nicole Belling, who intends to bypass polished, heavily edited content in favor of authentic, shop-floor expertise. The company plans to integrate raw, conversational video directly into its e-commerce ecosystem, attempting to replicate the face-to-face interaction typical of its physical retail stores. For Lush, the objective is to prove that a brand can maintain its ethical standards while re-engaging with digital communities, provided the environment moves away from the metrics-driven exhaustion of traditional social media.